Concept / Style
Sime Darby Property
2020
Chinese New Year presents a significant challenge as brands compete for attention in a crowded media space and vie for a share of increased consumer spending. Sime Darby Property aims to engage prospective home buyers, particularly young professionals, by extending the core values of this festivity with a focus on sustainability. Our solution is a unique, integrated, and innovative digital and traditional campaign inspired by traditional Chinese calendar design, modernized with contemporary illustration.
In Chinese culture, giving red packets as gifts on occasions like weddings, birthdays, and housewarmings is a common practice. To encourage reusability and the idea of passing on prosperity, we designed a 4-in-1 red packet that can be reused from one person to another. We emphasize recyclability not only in the red packet’s material and mechanism, which forgoes glue and lamination, but also in our 3D sculpture installation at open house events.
To reduce waste and enhance marketing budget efficiency, we allocated the majority of the campaign’s ad spend to digital spaces instead of traditional print and large format ads. This strategy creates an overall campaign that effectively communicates the brand’s aspirations, festive atmosphere, and streamlined ad spend.
Our Upshot
Chinese New Year is challenging as brands compete for attention. Sime Darby Property aims to engage prospective homebuyers by extending their sustainable core values during this festivity. The solution is a unique, integrated, and innovative campaign inspired by traditional Chinese calendar design and modernized with contemporary illustrations.
In Chinese culture, handing out red packets as gifts on occasions like weddings, birthdays, and even housewarmings is a common practice. To encourage reusability and the idea of passing on prosperity, we designed a 4-in-1 red packet. We focus on recyclability not only in the red packet’s material but also in our 3D sculpture installation at the open house event.
To reduce waste and enhance marketing budget efficiency, we direct the majority of the campaign’s ad spend to digital spaces instead of traditional print and large format ads. This strategy creates an overall campaign that effectively communicates the brand’s aspirations, festive atmosphere, and streamlined ad spend.
